Arbitron Claims Sample Quality Success
August 12, 2009 at 8:07 AM (PT)
ARBITRON has announced that the samples for its SPRING 2009 Diary Local Market Report "met or exceeded several key quality metrics that the company established as part of its continuous improvement program." The enhancements implemented through the SPRING 2009 Diary survey included improved cell-phone-only (CPO) sampling and increased Diary sample benchmarks for Persons 18-54 and 18-34.
"ARBITRON remains strongly committed to the Diary markets we serve and to our program of continuous improvement for our Diary service," said ARBITRON Pres./CEO MICHAEL SKARZYNSKI. "We are delivering solid increases above previous surveys and are raising the bar at the completion of each new improvement."
Cell-phone-only Sample Delivered
ARBITRON claims it achieved thes target of delivering a sample containing at least 10% CPO households across 151 local markets in the SPRING 2009 survey. By the FALL 2009 survey, Arbitron plans to include CPO households in all 288 Diary markets in the continental U.S., HAWAII and ALASKA.
Diary Market Benchmarks
Starting with the FALL 2008 survey, ARBITRON established an annual sample quality benchmark for Persons aged 18-54 in all Diary markets equal to a Designated Delivery Index (DDI) of 80. Beginning with the SPRING 2009 survey, ARBITRON established an annual sample quality benchmark for Persons aged 18-34 in all Diary markets equal to a DDI of 70. Beginning with the thirteenth month after implementation, the 18-34 DDI benchmark will be 80.
The overall sample for the SPRING 2009 survey included an average DDI of 88 for Persons 18-54 across all markets, 8 points above the 80 DDI benchmark. The overall sample for the survey included an average DDI of 70 for Persons 18-34 across all markets, meeting the benchmark.
18-54 In CPO Markets Is Strong
Out of the 151 markets with CPO sampling for the SPRING 2009 survey, 100% of 37 four-book markets and nearly 90% of two-book markets exceeded the company’s 18-54 sample target benchmark of 80 DDI.
18-34 In CPO Markets Is Less Successful
CPO sampling increased 18-34 DDI by 25% in the overall SPRING 2009 sample
* 76% percent of the 37 four-book markets exceeded the 70 DDI benchmark.
* 50% of the 42 two-book markets exceeded the benchmark.
* 54% percent of the two-book average markets exceeded the benchmark.